Fable Food Plant-Based Meat

Fable Food Co is a pioneering Australian brand specializing in plant-based meat alternatives, most notably their mushroom-based 'braised beef' style products. Founded by Michael Fox, Jim Fuller, and Chris McLoghlin, the company leverages the natural texture and umami flavor of shiitake mushrooms to create minimally processed meat substitutes that appeal to both herbivores and carnivores alike.

Since its launch in 2019, the brand has expanded significantly from its Sunshine Coast roots to international markets, including the United Kingdom, Singapore, and North America. The brand has garnered attention for its culinary-led approach, focusing on taste and texture through the expertise of its co-founder and mushroom scientist/chef, Jim Fuller. The company remains an independent entity backed by various venture capital firms as it continues to grow its global footprint in the sustainable food sector.